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Jose Cuervo takes control of European distribution

Jose Cuervo International has announced it will now be taking charge of its own European travel retail distribution after Diageo ended its global deal with the Tequila-makers earlier this year.

Jose Cuervo
Jose Cuervo will now handle its own distribution in Europe following a break with Diageo earlier this year

Since 1 July, Jose Cuervo has been working directly with European duty free operators, a decision the company has described as “an exciting challenge”.

“This new route-to-market model demonstrates our strong focus on this important channel and we look forward to unlocking significant growth potential of the portfolio for all parts of the value chain,” said Yiannis Stratos, Jose Cuervo International’s EMEA regional director.

Diageo failed in its bid to take over Casa Cuervo after negotiations broke down last December, therefore agreeing to not renew its global distribution contract with the Tequila brand, which ended in June.

Peter Gutierrez, Jose Cuervo International’s managing director, said: “With this new approach we want to bring significant added value to our duty free partners in Europe and also build the Tequila category in the channel.”

Jose Cuervo is now distributed by Proximo Spirits in the UK and North America, Think Spirits in Australia, Zamora Group in Spain and Edward Snell & Co in sub-Saharan Africa.

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